The Press: Divide by Two

The way little Coronet had grown, bragged smart Publisher David Smart last year, was simply terrific. From, a prewar circulation of 120,000, his precocious, pocket-sized monthly† had, he said, soared to 4,000,000 a month. That put Coronet among the four biggest magazines in the U.S.

Last week, Coronet announced that it would now, for the first time, accept advertising. To advertisers (and the Audit Bureau of Circulations), Coronet would only guarantee an average net paid circulation of 2,000,000.

†Smart also publishes Esquire, circulation 623,795.

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